Sample Work
I've driven countless critical, high-visibility projects representing key strategic (and financial) objectives for two industry-leading global wellness brands, across email, web, paid & organic social, video, blog, executive scripts, and more.
Sports Partnerships - Philadelphia Eagles
MyFitnessPal
Don't get me wrong, I love writing for lifecycle and other owned channels. But there's nothing like seeing your copy (and brand) out in the world, especially in high-viz halo placements like Lincoln Field.
Celebrity Partnerships
MyFitnessPal
Writing for a leading consumer brand means getting the opportunity to write about—and often on behalf of—celebrity ambassadors, as I did this year with Adam Devine (and last year with Kate Hudson).
Advertorial - People Magazine
MyFitnessPal
There's something romantic about writing for print placements. Maybe its the solidity of the asset in a world of digital ephemera. Or maybe it's just cool to see your work in a high-distribution publication like People.
New Year's - In-App & Email
MyFitnessPal
As a nutrition tracking platform with a strong weight loss bent, New Year's is what I call our "crabbing season" (for any other Deadliest Catch fans...) Also a great opportunity for some timely food puns.
Paid Social - Pinterest
MyFitnessPal
One of my roles as Lead Writer is to strengthen MyFitnessPal's thought leadership in the nutrition space. I work closely with our RDs and paid social team to create thumb-stopping, accurate, sharable content.
Email - Product Launches
MyFitnessPal
Writing emails for product launches taps into my lifecycle and product marketing experience. This is where we get to announce things of real value that solve customer needs, so I truly enjoy this kind of work.
Executive Writing - Mainstage Talk Tracks
Mindbody
One of my chief responsibilities during my time as Senior Writer at Mindbody was to write event talk tracks, interview talking points, scripts, and presentation outlines for the CEO and other execs.
Executive Writing - Letter from CEO
Mindbody
I got very accustomed to early morning Slacks from the CEO saying, "I'd like to email the team today about ____." This is one of those, for the 4th of July.
Email - Event Promotion
Mindbody
Promoting Mindbody's BOLD conference was fun because I got to be cheeky, high-energy, and aspirational—things that writing for software sometimes...isn't.
Employer Branding - New Hire Letter
Mindbody
Mindbody underwent an "employer rebrand" to bring our applicant experience inline with our friendly, aspirational brand voice, reworking all prospect-facing touchpoints from web to email.
Web - Company Homepage
Mindbody
It was amazing having the opportunity to do work that introduced a market-leading brand to to the world, writing copy for a web property that saw ~10k visitors each day.
Corporate - Core Values
Mindbody
One of the cooler things I got to work on at Mindbody was a rewrite of our core value statements, appearing on the website and hung all around our many offices.
Banner Ad - Fitmetrix
Mindbody
I'm a sucker for short, staccato-style "set-up/knock-down" arrangements, especially when audience attention is short and space is constrained.
Paid Social - Brand Awareness Ad
Mindbody
For paid social and ODA, I collaborate closely with designers and the channel manager to deliver crisp, cohesive, targeted overlay and supporting copy.
Freelance Writing
Mephisto
It's a lot of fun to contract with other brands. For example, I write for the suddenly-fashionable French footwear brand Mephisto, turning out fun, updated product descriptions for the American market.
Freelance Writing
Rocket Fuel Labs
Doing agency writing is also really interesting because you have to be ready to try on a totally new hat and just own it. Like here, when I worked with RFL to deliver web copy for a legal resourcing client.